UPDATED 15:04 EDT / APRIL 06 2011

Mojiva Joins the Mobile Ad Caravan

By refreshing the working team with six high-level sales and marketing executives, which hail from important companies such as Microsoft and Google, mobile ad network Mojiva will have now new forces to compete with established, independent mobile ad networks such as Google, Apple and Millennial Media, in what’s become a very crowded market.

Mojiva is focused on drawing the attention of advertising agencies among powerful competitors, and apart from this wave of new hires that has just begun, the company is creating Mobile Creative Alliance, a venture of nine mobile media companies in a series of mobile ad workshops and presentations around the country. Mojiva is not letting grass grow under its feet and announced a series of strategic partnerships with Celtra, Crisp Media, Eyewonder, GoldSpot Media, Phluant Mobile, Point Reach, PointRoll, Sprout and The Visionaire Group.

In a comparison with successful competitor Admob, Tony Nethercutt, newly-appointed general manager at Mojova, says his company differs from AdMob on two instances: Mojiva allows customers to sell their own ads and it does not constrain customers to have their ads developed on its own platform. Nethercutt states he would not refuse an acquisition offer from Google, after 2009 Google acquiring AdMob.

Google’s AdMob is indeed a powerful competitor considering that it’s now receiving 2 billion ad requests per day, having multiplied the ad request by four times in the past year, keeping the pace with technological developments by launching a beta SDK for WP7. With this SDK beta version, developers can now easily integrate advertising into their applications, bringing a series of new and interesting features that will enrich the advertising experience.

As mentioned earlier, the mobile ad networks environment is becoming more crowded, each player striving to be on top. This week JumpTap announced it has raised $20 million in a funding series that will increase the company’s ‘treasury’ with $90 million and has also hired 23 employees from companies such as Apple, Time Inc and Maxus.

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